Academy on Air 2019

The Academy on Air library

Browse through expert tips, tricks, and insights across a range of Google Ads solutions.

GOOGLE AUDIENCE SOLUTIONS

Learn to use a structured approach; identify, re-engage, expand, to master audience solutions. ‘Identify’; pinpoint your audiences using Google Analytics and the new Google Ads experience. ‘Re-engage’; master remarketing lists for search ads (RLSA) with best practices. ‘Expand’; we’ll show you how to find new relevant audiences.

SIMILAR AUDIENCE DEEP DIVE

Use what you know about your existing audience to find new customers. With Google's Similar Audiences offerings on Display, Search, Gmail (Customer Match), and YouTube (Customer Match), you can reach a new audience with the same characteristics as your best-performing customers. This is done with intelligent look-alike algorithms which analyze your Remarketing audiences. It's a simple and powerful way to reach new customers, and drive clicks and conversions.

PREPPING FOR THE HOLIDAYS: AUDIENCE SOLUTIONS

This is the third in a series of four episodes designed to help you make the most of the upcoming holiday season. This week, we’ll be focusing on Audience Solutions. Learn how to engage new customers and increase loyalty amongst existing customers across the Google network. By the end of the episode, you’ll know how to develop and implement the perfect strategy for Search, Display, Shopping, and YouTube campaigns.

BUILD CUSTOMIZED EXPERIENCES WITH AUTOMATION

Automation is an intelligent and effortless way to expand your customer base and drive more conversions. This episode will bring you through Google’s suite of automation features, to help you find the best solution for your business. Learn how to increase visibility for your products through Display or Shopping campaigns, drive new leads, or promote your app across Google.

REACH THE RIGHT CUSTOMERS WITH SMART BIDDING

The quickest path to a customer’s heart is to be there for them in their moment of need. Smart Bidding makes intelligent bid adjustments on your behalf, making it easier for you to reach the right customer, with the right message, at the right time. This episode will bring you through a simple and flexible approach to improving ROI through intelligent automation.

SIMPLIFY AND GROW WITH MACHINE LEARNING

Machine learning is transforming the way we do business. When you automate routine tasks, it frees up time to focus on long-term planning and strategy. In this episode, we’ll demonstrate how businesses like yours are leveraging machine learning to simplify campaign management and reach their business goals.

AUTOMATION: SMART BIDDING

Learn how to use automation to enhance and manage your search campaigns. New insights can help you plan and execute your bidding strategy. We’ll go over how to plan and measure the impact of smart bidding tools such as: eCPC, Target CPA, Max Conversions and Target ROAS.

DYNAMIC SEARCH ADS

Use the power of automation to quickly connect potential customers to areas of your site more likely to lead to a conversion. Dynamic Search Ads use your website content instead of keywords to target your ads, and can help fill in the gaps of your keywords-based campaigns.

RESPONSIVE SEARCH ADS

Join us as we learn about Responsive Search Ads (RSAs), and how they can help increase your reach and save time. RSAs offer more flexibility as they automatically adjust their size, appearance, and format to fit ad space across the 2 million sites that make up the Google Display Network. Learn implementation practices and improve your overall performance by showing the most relevant ads as often as possible.

INTRODUCTION TO MACHINE LEARNING

A lot of people are talking about Machine Learning, but what does it mean exactly? Learn how Machine Learning will shape different industries and disciplines and discover how Google is planning on using it to help customers in the coming years.

PREPPING FOR THE HOLIDAYS: AUTOMATION & BIDDING

This is the second in a series of four episodes designed to help you make the most of the upcoming holiday season. In this episode we’ll bring you through automation and bidding, and how you can use them to streamline your campaigns and maximize performance during the most important time of the retail year.

PREPPING FOR THE HOLIDAYS: PRO TIPS FOR SEARCH CAMPAIGNS

This is the last episode in a four-part series designed to help you convert seasonal traffic into conversions. This week, we'll be sharing some last minute optimisation tips that will help get your Search campaigns in front of as many seasonal shoppers as possible. Tune in to make sure that your ads are ready to perform during the most important part of the retail year.

AUTOMATION: SMART DISPLAY CAMPAIGNS

Learn about a new AdWords campaign type that creates auto-targeted advertising. Using Target CPA or Target ROAS, you can simply set your CPA bid, campaign budget and add your raw creative assets, and Google will do the rest for you. Your creative will be auto-optimized on the GDN so you can enjoy peace of mind and free up time for your other tasks.

GOOGLE ADS ATTRIBUTION

Mobile has fundamentally changed consumer behavior, yet legacy measurement settings often overlook the ways mobile can add value to your campaigns. We want to help you explore attribution in more depth, and uncover where it can provide the most value throughout your user journey and across different platforms. Learn about the real-time insights that will help you take mobile to the next level, and discover the right Google Ads Attribution model for your specific campaigns.

GOOGLE ANALYTICS SET-UP BEST PRACTICES

Tune in to see if your settings for Google Analytics are up-to-date, and discover best practices for successful cross-channel analytics. Fine-tune your reports, and ensure your client’s business and marketing decisions are based on Google Analytics data.

DRIVE QUALITY LEADS WITH GOOGLE ADS

The ability to generate consistent, high-quality leads is often the mark of a successful business. This episode will share some best practices for using Google Ads to identify and obtain high quality leads, including how to drive traffic, increase sales, and re-engage customers . We’ll also demonstrate how to measure your data through the right lens, and how to leverage offline conversion imports to validate your new leads.

HOW TO BUILD A SUCCESSFUL MOBILE STRATEGY IN 2018

Mobile is essential in 2018. So you’ll need a mobile strategy for your brand that’s in tune with all the latest trends. We’ll help you optimize your mobile assets and give you tips on how to handle mobile bids with Smart Bidding. Plus, we’ll give you the inside track on how to measure on mobile, using tools like Non-last-click attribution.

THE IMPORTANCE OF MOBILE PERFORMANCE

Consumers are now mobile first. Companies need to deliver to their needs. Mobile performance is key; brands must offer a pleasant experience to their mobile users. During this session we will go over tools such as Test My Site and Lighthouse, which offer quick and easy-to-use reports on key mobile performance issues.

PREPPING FOR THE HOLIDAYS: PRO TIPS FOR SEARCH CAMPAIGNS

This is the last episode in a four-part series designed to help you convert seasonal traffic into conversions. This week, we'll be sharing some last minute optimisation tips that will help get your Search campaigns in front of as many seasonal shoppers as possible. Tune in to make sure that your ads are ready to perform during the most important part of the retail year.

SHOPPING CAMPAIGNS

Join us as we explore an exciting new Google product. You’ll be among the first to see how we’ve combined machine learning and automation capabilities to make your shopping campaigns more efficient and more effective. Get the inside scoop, we’ll be on hand to answer any questions you might have.

Capture attention with best-in-class video ads

Video offers a creative space for you to tell the story of your business, but it can also be used to drive action. This episode will focus on the creation of video assets, and share a simple story structure to create compelling video ads. We’ll also make sure you’ve got everything you need to make your ads pop on mobile, with expert design and editing tips.

INTRODUCING: PERFORMANCE VIDEO

We all know the value of a clear and concise call-to-action (CTA). However, not all customer journeys are the same. That’s why we’re arming you with the knowledge to maximize the impact of the CTAs that appear on your video ads on YouTube. Join us to hear how YouTube Performance Solutions can help you meet your goals. It’s not to be missed!

VIDEO FOR PERFORMANCE: DEEP DIVE

YouTube’s capabilities as an advertising platform have evolved greatly over time. That’s why YouTube for Performance can now help you convert your audience’s attention on YouTube into meaningful interactions with your brand, using powerful audience solutions, engaging ad formats, and measurement insights. Join us to learn more about upping your game on YouTube with this informative Academy on Air.

Fundamentals of App Promotion

For app advertisers, promotion, expansion, and engagement are the key ingredients for success. Google’s app solutions offer you a streamlined way to showcase your app across Search, Display, YouTube, and Play, so you can target each channel simply and effectively. You’ll also learn how to drive installs, increase engagement, and accurately measure your success.

THE TOP 10 TAKEAWAYS FROM GOOGLE MARKETING LIVE

Join us and get familiar with the innovative new products and features presented at Google Marketing Live. This episode will take you through the top 10 announcements - and how they’ll be driving results in your accounts in the very near future.

Integrating YouTube into your performance strategy

Video is often seen as a brand marketing solution, but recent upgrades mean that it's now much more than that. YouTube for Action is a powerful marketing solution, capable of driving both leads and conversions. Join us to get up to speed on new the targeting options, ad formats, measurement improvements and automation capabilities of YouTube for Action.

Best practices for successful Video campaigns

YouTube for Action campaigns use a dedicated ad format, new audience types and improved measurement to drive sales and generate leads. These best practices will help you target the right audience, set up and optimise your campaigns for strong results.

Capture attention with best-in-class video ads

Video offers a creative space for you to tell the story of your business, but it can also be used to drive action. This episode will focus on the creation of video assets, and share a simple story structure to create compelling video ads. We’ll also make sure you’ve got everything you need to make your ads pop on mobile, with expert design and editing tips.

Understand the Impact of your YouTube for Action Campaign

YouTube for Action campaigns allow you to dive deeper into measurement and understand the full impact of your video ads. This livestream will guide you towards optimizing the right conversions to track your business performance, helping you unlock the full value of YouTube for Action.